Duke Dumont - 'I Got U'
Synopsis: The video starts with a average male, bored in his stereotypical UK home, glaring through the window awaiting for the delivery of a parcel. After its arrival, the man is seen to be keen and eager to use his new gadget. The music gradually begins to fade in, and finally kick starts when his new gimmick is assembled; the video then initiates his dream/idealistic 'better than life' experience. Within the clip, the idyllic setting of Thailand is shown, where he demonstrates living the perfect life. Throughout the music video, extracts of his standard UK home are briefly shown, giving the idea of a materialistic world compared to his reality.
Some genre conventions are shown throughout the music video, and others are not used at all.
According to Andrew Goodwin, one convention of genre that could be used is the 'reference to looking'. This convention is largely utilised with the majority of the video being filmed from the main characters literal perspective. The complete video moves through a short time in the life/holiday of this character and shows the events as he lives them. The emphasis on his particular overview varies from a wide range including observing a beautiful landscape to his visible approach to the opposite sex.
Following on from this, another convention the video then demonstrates is the voyeuristic treatment of females, as the characters attention is drawn to that of the key features of the female body. He appears to be constantly in the company of these attractive females, which give the cliched image of women on holiday (generally swimwear). Moreover, he is shown to have several different liaisons with women, suggesting they are portrayed as sexual objects. This links to the representation theory, created by Laura Mulvey, as she quotes music videos provide 'scopophilic pleasure for a male audience with women being the object of the gaze'.
The relationship between the visuals, lyrics and music create a different image when put together, than the lyrics would convey on their own.
The words:
'Ask me what I did with my life, I spent it with you, If I lose my fame and fortune, Really don't matter, As long as I got you, baby'
Suggest the artist is in a happy relationship, wants to spend their time with this person and is not interested about the materialistic things that come with his life, providing they can remain satisfied in this relationship.
However, when the lyrics and music video are placed together it creates a whole different meaning. The point of view shots, cutting from one place to another, emphasise his many involvements with different women showing how the artist has a lack of long term connections and instead treat's women as a sexual object. The reference to 'As long as I got you' could show how the only thing he wants in his life is the 'blaze boys gadget' that takes him to his dream/ideal life.
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